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MAKEUP ARTISTS have been known to extol the virtues of the nonsurgical face-lift: “Just groom your brows and you’ll look like you’ve had one,” they’ll murmur mid-makeover. Converts have no shortage of options: Brow bars are proliferating and, at...

Beauty’s New Wake-Up Call: Brow Dyeing

MAKEUP ARTISTS have been known to extol the virtues of the nonsurgical face-lift: “Just groom your brows and you’ll look like you’ve had one,” they’ll murmur mid-makeover. Converts have no shortage of options: Brow bars are proliferating and, at...

Beauty’s New Wake-Up Call: Brow Dyeing

MAKEUP ARTISTS have been known to extol the virtues of the nonsurgical face-lift: “Just groom your brows and you’ll look like you’ve had one,” they’ll murmur mid-makeover. Converts have no shortage of options: Brow bars are proliferating and, at last count, Sephora offered some 158 brow products, all designed to zhuzh and define the frames of our so-called “windows of the soul.”

But what if you could ditch all that plucking, penciling and gelling for a professional dye job that transforms brows semi-permanently in one fell swoop? (For the record, brow gurus prefer the less terrifying term “tinting.”)

Increasingly popular, brow tinting is a beauty treatment that, like leg waxing, seems high-maintenance: Yes, you need to hustle to a salon once a month, but that’s nothing compared with the morning rigmarole of carefully dabbing and dotting, 10x-magnifying mirror in hand. Not to mention the midday touch-up necessitated by a casual eye-rub.

And convenience is just one of the reasons women are getting their brows tinted, said Sabah Feroz of New York Blink Brow Bar, which charges $50 for eyebrow lightening or brow color matching. “It can produce a natural finish,” she claimed, unlike waxy pencils and gloppy products.

‘Professionally dyed eyebrows ‘look fuller and bolder, and you usually look more alert.’ Who needs Botox?’

During the treatment, an aesthetician selects a dye color that best matches a client’s natural hair color; alternatively, she may suggest going darker or lighter, depending on the client’s skin tone and whether the goal is a more dramatic or a softly defined brow.

New York-based singer Kelsi Candelaria, 23, who patronizes Blink Brow Bar’s Saks Fifth Avenue outpost and cites Audrey Hepburn as a humbling brow icon, is thrilled she no longer has to personally darken her “tails” for emphasis: “It took all the maintenance out of my routine.”

Amping up your arches is part of the “face-lift” effect, said Maribeth Madron, brow specialist for the Sharon Dorram Color at Sally Hershberger salon in New York, who estimates that 35% of the salon’s clientele now opt for tinting. “Brows look fuller and bolder, and you usually look more alert,” she said. Who needs Botox?

Anyone whose brows have thinned or are patchy due to excessive tweezing or hormone issues such as hypothyroidism might benefit from a sit-down in a pro’s chair. “The tint picks up lighter hairs and gives them a thicker appearance,” said Ms. Feroz.

Two tips for newbies: Be sure your brow tinter is a licensed professional, and have her do a patch test first, to make sure your skin isn’t allergic to the dye. Expect the tint to last 4-to-6 weeks, unless you’re a regular swimmer. The tint will fade much faster after repeated dips in chlorinated water.

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